One of the pleasures of attending a trade show is the opportunity to reconnect with colleagues and catch up on what they’ve been up to—and what exciting things they’ve got planned for the future. But just as enticing is the prospect of meeting new people—fresh faces flushed with excitement about their own pet products.
There were plenty of opportunities for both types of encounters at the AVN Novelty Expo (ANE), held July 7-9 at the Pasadena Convention Center.
From Icon Brands’ impressive centrally located booth to modest setups fielded by literal mom-and-pop companies, a significant percentage of ANE exhibitors were first-timers. Some were attending their first adult trade show ever; others were making their first appearance in the United States.
The aforementioned Icon made a splash with products in five distinct lines. Sales manager Joanie Lee was kept busy throughout the three-day expo, showing off the new wares to potential buyers. Three of the brands under the Icon umbrella are familiar names in the pleasure product industry. Icon carries the entire line of V lubricants, designed by the same team that created the fashion-forward Method line of household cleaning products. And catering to the gay market are toy lines from industry giants Falcon and Raging Stallion.
Icon’s Eat Play Love bright packaging and retro space-age look is visually engaging, while the goods inside are designed to tickle the nose and the taste buds. The line includes Oral Pleasure Mints in three flavors, aphrodisiac-infused chocolates in two flavors, Massage Me Kiss Me massage oil in three flavors, and Luster Dust body powder in two scents.
Finally, there are the new Icon Brands toys. The Fashionistas line, named after the critically acclaimed Evil Angel movies directed by John Stagliano—offers fanciful fetish toys with decorative glass handles, including a see-through paddle, leather whips and crops, a candle holder to use for wax play, and the Bunny Tail Butt Plug.
Icon’s Je t’aime vibrator line, made in France, comes in three styles, two colors each. The mix of a metallic color with a silky-smooth surface sets these vibes apart.
Also notable for texture are Icon’s Impressions silicone gel vibes. Pocket rockets with a difference, they feature a soft surface that gives when pressed. Impressions come in three shapes: Slimline, G-Spot and Honey Pot (with a beehive-shaped bulb at the tip).
All along the show floor were other interesting shapes to catch the eye. Rianne Swierstra of Rianne S., based in the Netherlands, showcased two vibrators. One small vibe, ideal for clitoral stimulation, was shaped a bit like a chess pawn; its discreet cylindrical packaging doubles as a charger and can be left out in plain view. The other, which Swierstra said is designed for stroking the whole body during foreplay, looks like an apple (complete with bright red color).
Other notable shapes were found at Joy-Lite’s booth. The German-made silicone Style vibrators come in 10 varieties, each dedicated to a city. The world capitals of Hollywood, London, Rome, Sydney, Cancun, Dubai, New York, Berlin, Paris and Moscow are evoked by raised designs on the vibrator shaft—for instance, stars on the Hollywood vibe, the flames of the Statue of Liberty torch on New York, Mayan designs on Cancun.
Love Merci, on the other hand, added some new twists on the familiar wand-style shape. Its Fairy massager comes in five sizes. The largest, 13.5 inches long, plugs into an electrical outlet and puts out 8,000 rpm; others run on rechargeable lithium-ion batteries and can be charged through a USB port. The smallest is no bigger than a keychain charm, but surprisingly powerful. Made in Japan, they are manufactured with strict quality controls and carry individual CE certifications. Front and center at the booth was a display of blinged-out versions of the various Fairy models, covered in sparkles.
On the topic of things that sparkle, several newbies crafted some eye-catching displays. The G-Spot Lollipop—steel rods topped with a brightly colored sphere that is available in six sizes and six colors—created a colorful spectacle. In addition to hitting the elusive G-spot, the toy serves to exercise the kegel muscles. In addition to being sold as a stand-alone product, the Lollipop can be purchased in gift boxes with packets of ID lube, a bullet vibe and a massage candle in a spouted holder that looks like it belongs in a silver tea set.
Next to that booth was Steele Malone. Turns out the company name is also the name of the glassblower who created these “diletto” designs: solid glass dildos with complex patterns inspired by Venetian glass. Based in El Segundo, Calif., Malone has a large studio where he makes the dilettos—and he can also work with clients to custom design individual pieces.
Speaking of glass, there were also the irresistible creations of Shellie Yarnell at the Crystal Delights booth. There surely have never been more beautiful butt plugs and dildos than these pieces of clear crystal with large faux jewels at their base. Yarnell, who first created the toys as a virtual product in the Second Life online community, also showcased plugs with vintage vaseline glass buttons instead of jewels. The vintage glass glows under a black light, Yarnell noted, and she expects them to be popular in the club scene. In fact, she explained, one client—a stripper—had put the plug to work in her club act. Yarnell was making her maiden trade show voyage at ANE, and she reported being quite happy with the traffic and the level of interest in her wares.
A different sort of visual appeal was offered by Shower X. The brainchild of Michael Boschetti and his girlfriend, Heather Wood, this heavy-duty, mildew-resistant curtains sport sexy sirens as decoration—including one of adult performer April O’Neil. Boschetti also was making his first trade show appearance, said he learned a lot about the industry at ANE.
The creators of SportyVibe had their own game plan when it came to choosing the color schemes for their mini pocket rockets. Based in Ann Arbor, Mich., the four founders were friends who rooted for teams with their spouses, and they decided to give new meaning to the term “team spirit” with vibrators using the colors of football teams. For instance, for fans of Tuscaloosa’s Crimson Tide, there’s a red vibe offering a “crimson tidal wave of pleasure.”
Both Becky Smith and Nancy Ketola were hanging out in the booth, a fun zone that simulated a tailgate party, complete with free hot dogs with all the condiments. Smith talked enthusiastically about the line and showed how the boxes can be adapted to new sports teams with the addition of a customized panel applied to the back of the box.
Smith also noted that she’d had some interest expressed by international buyers who thought the product would play equally well with rugby and soccer fans.
Brian Chossek of Aloe Cadabra—a company that manufactures a natural lubricant that contains 95 percent aloe as well as vitamin E to soothe and nourish skin while lubricating—admitted he was unsure of what to expect for his first industry trade show, but said he was pleased with the experience.
“Coming from the natural and organic foods world, I really didn’t know what this show might be like,” he said. “It’s been a very classy show, with people who are serious about their products and willing to do serious business.”
Good Clean Love was another first-time exhibitor at the show, with a variety or organic lubes and love products. The products provide healthy and organic alternatives to those that rely on petrochemicals and parabens. Designed to support the body, Good Clean Love products are 100 percent vegan, and safe for latex and toys, said founder Wendy Strgar.
The Blue and Yellow product lines work with the libido mechanism and each individual’s pheromones, helping to concoct a unique scent for each person and each couple, thereby creating a more intimate bond, she said.
Rounding out the first-time exhibitors was Raj Enterprises, which is a master distributor of general merchandise. Company representative Gus explained that the company offers everything from male and female enhancements to various condom lines for convenience stores, gas stations and more, all at some of the industry’s lowest prices.
But now, back to those familiar faces—the ones we’re so happy to see returning to ANE again and again, and always with something new.
At the Liberator booth, we learned about the company’s recent addition of Booty Parlor to its product lineup. Sales rep Shane talked about the upcoming reality show based on Booty Parlor’s Dana B. Myers’ book The Official Booty Parlor Mojo Makeover: Four Weeks to a Sexier You. At press time negotiations were ongoing with various networks to finalize air dates for the show, in which participants will undergo makeovers to revitalize their lives, careers and appearance.
Also new at Liberator, and adding pizzazz to the display, were the Love Rug and the Sexy Sack. The latter calls to mind the iconic 1970s beanbag chair;the former is exactly what it sounds like—furry and padded, it adds a new level of comfort to foreplay on the floor. Sales rep Jay also pointed out the way in which the rugs, Sexy Sacks and various large pieces of furniture—in this case the Equus and the Esse—can be placed before a wall unit filled with Liberator products to let the line shine even in a very small space.
Also in the Liberator environment were Tenga products, including the new Tenga Flip Air, which is smaller than the original Flip.
Across the aisle from Liberator was the joint display area for Sliquid and Lovehoney. The latter was represented by the Shag Factory line, which won an “O” Award for Outstanding Packaging. In addition to that line, Lovehoney showed off its Death By Orgasm series and toys that carry the imprimatur of sexpert Tracey Cox. All in all, it’s a rich assortment—and Dean Elliott, Lovehoney’s American partner, says there will be lots more coming in the early fall, but he’s keeping his lips sealed for now.
In the Sliquid booth, Michelle “Glitter” Marcus pointed out that there were other new products in addition to the Ride Dude Lube line. The Splash collection of feminine washes has been reformulated and a White Tea Pear formula added. And the company also repackaged its massage oil collection and added a third scent: French vanilla.
Speaking of repackaging, Tel Aviv-based toy company Joya did a major overhaul on its line of silicone products. Its Natural Silicone Dildo was formerly known as the Little Su, but company founder Hamutal Weisz explained that she got feedback that men really liked the L-shaped dildo for prostate stimulation but found the packaging too feminine. Now the products come in a white box with multicolored line patterns—straight and masculine for the Natural, wavy and feminine for the Tulip, a take on the rabbit-style vibe. Weisz also changed the colors of those toys as well as the Sphere couples massager, opting for gender-neutral purple and black.
German company Pjur also introduced a new item at the show, Pjur Man Energy Glide, which won for Outstanding Debut Project at the 2011 “O” Awards. Also new for Pjur’s Richie Harris was a relationship with toy company Extase, which Harris is repping in the United States. Jon Lin pointed out the company’s newest product, Le Bébé, which will be available to retailers in time for the holidays. A cute mini egg vibe covered with silicone, it is sold with a gift box, charger, manual and satin pouch.
Nikki Yates of A.L. Enterprises noted that the company had been quiet recently after relocating the business to Las Vegas from Utah, but said big things are on the horizon.
After being asked by customers for sometime to bring back the Points of Intrigue products, they will reappear again later this year.
Larry Garland, founder of Eldorado Trading Co. and recipient of the “O” Award for Lifetime Achievement during ANE, said he was pleased to see the traffic that the company booth was receiving for its product lineup and its StorExtender program.
“It’s been a good show for us,” he said. “We have gotten some new customers and got a lot of leads on new products and manufacturers. We started writing orders the first day and we look forward to getting back into the offices and touching base with all the new names and faces we have seen for future business.”
